Project brief

The challenge

HWBOT, the global organization that organizes the overclocking community, wants to host a series of events to activate its brand worldwide. At each location visitors will be offered the chance to learn about overclocking and to experience the thrills of a live overclocking event.

After three years of years working on the HWBOT World Tour, we decided to expand the tour. We planned and executed events at 11 locations on six continents. All but Antarctica.

From the graphic concepts to the general planning and organization of the events, we collaborated closely with the client to execute each stop with care. For the stop locations, we chose to target technology trade-shows (CES and Computex), gaming exhibitions (PAX West, PAX Australia and Dreamhack Montreal) as well as shopping malls (Taipei computer market).

Visited locations:

January 5-6, 2017 – Las Vegas, USA: CES

January 31 – February 5, 2017 – Sao Paulo Brazil: Campus Party

April 15-17, 2017 – Poitiers, France: Gamers Assembly

May 26 – June 3, 2017 – Taipei, Taiwan: Computex

July 28-30, 2017 – Cape Town, South Africa: EGE

September 2-6, 2017– Yogyakarta, Indonesia: Yogyakomtek

September 8-10, 2017– Montreal, Canada: Dreamhack

September 28 – October 3, 2017 – Moscow, Russia: Igromir Expo

October 21-22 2017 – Taipei, Taiwan: Syntrend

October 27-29 2017 – Melbourne, Australia: PAX AU

December 9-10, 2017 – Berlin, Germany: Caseking

With HWBOT we also built a dedicated website to showcase the 2017 World Tour which also featured the previous tours for posterity.

The 2017 tour was a huge success. At each location, we saw hundreds of participants take part in the activities. The tour also scored hundreds of thousands of impressions through the press, and tens of thousands of views across channels such as YouTube, Twitch and Facebook.

The HWBOT World Tour is the most successful marketing experiential HWBOT has done so far and it has set a standard of how such events should be run, inspiring followers worldwide.